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GoGlobal
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13th March
11:00 to 14:00
25 You will earn 25 silver points for completing this activity.
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Global Fan Engagement and Brand Expansion COIL

13th March 11:00 to 14:00
This COIL project brings together final-year Sport Marketing Management students from MMU and Marketing students from AUC to collaboratively design international marketing strategies that enhance the global brand presence and fan engagement of two major football clubs Al Ahli FC (Egypt) and ‘Manchester FC’, a Premier League Football Club
This activity is offered as part of Go Global - an exciting set of activities, allowing students to engage in an international experience. Are you having problems signing up to this event? Email GGW6@mmu.ac.uk and we will try to fix the issue for you.

Students will work in cross-institutional teams, engaging in comparative research, digital collaboration, and creative marketing strategy design. The project begins with a live client briefing where representatives from both Football Clubs will jointly brief students, offering real-world insights into each club’s brand positioning, fan engagement goals, and international marketing aspirations.

Week 1: Orientation, Live Client Brief & Group Formation

Week 2: Secondary Research Phase and Comparative Brand Analysis

Week 3: Strategy Development and Digital Fan Engagement Proposal

Week 4: Guest speaker from Gamechangers

Week 5: Guest speaker from Adidas

Week 6: Final Presentation & Reflection

Associated Badges:

In A Nutshell...

  • International Collaboration...cross-cultural teamwork between students from MMU and AUC, fostering mutual understanding and global perspectives in sport and marketing.
  • Research and Analysis...conduct comparative secondary research on fan demographics, market characteristics, and digital engagement across European and Middle Eastern football audiences.
  • Brand Evaluation...assess the brand presence, communication style, and fan engagement strategies of two elite football clubs.
  • Strategic Development...co-create innovative marketing strategies aimed at enhancing the English Club’s presence in Egypt and Al Ahli’s visibility in the UK.
  • Fan Engagement Innovation...recommend digital and event-based fan engagement initiatives, exploring social media campaigns, fan apps, and community events connecting fans across regions.
  • Skill Development...strengthen employability skills including intercultural communication, teamwork, research analysis, and digital marketing strategy design.
  • Earn up to 25 Rise points ... which can be recognised within your degree.

Schedule

  • personal_video 11:00 to 14:00 on 13/03/26 - Takes place online
    Presentation to judges
    Global Fan Engagement and Brand Expansion: A Cross-Cultural Marketing Strategy for Al Ahli FC and ‘Manchester FC’